ZARA国际快消行业的发展对我国本土企业的启示
The Enlightenment of The Development of International FMCG Industry for Our Native Enterprises
-----Taking ZARA as An Example
Abstract：In recent years, the international FMCG industry has developed rapidly and gradually swept the globe. Among them, the Spanish well-known international brand ZARA had set off a frenzy of FMCG in the clothing industry and created the development mode of "fast fashion". Through the analysis of current situation of the development of China's garment enterprises, we could find out that the China's product brand awareness of clothing enterprises is weak, the clothing is lack of the sense of design，the industry chain needs effective integration, enterprises are gradually losing advantages and experiencing extensive growth and the problem of product backlog is serious. Through the summary of the successful experience of the ZARA’s brand orientation, product development, collaborative production, fast logistics, marketing strategy and so on , combining it with the actual situation in our country, from the aspects of paying more attention on brand, enhancing design, increasing production capacity, integrating logistics, synchronously improving physical stores and online sales ability and so on, we could put forward some suggestions about the development of China's garment enterprises , thus promote our country's clothing enterprises to develop better and faster.
Key Words: ZARA; FMCG industry; Clothing enterprises; Successful experience
目 录
摘 要 1
Abstract 1
一、国际快消行业发展概况 2
(一)快消行业概述 2
(二)国际快消行业市场分布状况 3
(三)国际快消行业发展原因分析 4
(四)ZARA公司简介 6
二、快消行业巨头ZARA的经营策略 7
(一)产品策略 7
(二)渠道策略 9
(三)市场策略 10
三、我国本土企业中快消行业发展存在的问题 11
(一)产品战略 11
(二)渠道战略 12
(三)市场战略 13
四、国际快消行业的发展对我国本土企业的启示 14
(一)产品战略 14
(二)渠道策略 16
(三)市场策略 18
参考文献 20
致谢 21
国际快消行业的发展对我国本土企业的启示以ZARA为例 前言
伴随着全球经济的快速发展，国际快消行业发展迅速且规模愈加庞大。中国服装企业拥有丰富的人力和物力资源，拥有广大的消费群体和广阔的消费市场，身处“世界工厂”，有先进的生产技术。然而，我国至今仍未有一个可以走出国门与世界一线品牌竞争的本土服装品牌，在国际竞争中的地位与我国企业拥有的优势资源十分不匹配。随着ZARA、H&M、GAP等国际知名快消服装品牌进军中国市场，我国本土服装企业表现出核心竞争力明显不足等问题，在日益激烈的市场竞争中很难占优势。近年来，我国经济发展十分迅速，并逐渐开始走向世界，服装企业学习和借鉴ZARA的成功经验，在竞争中发挥优势增强自身竞争力，对我国经济发展具有重要意义。